Writing on his Travel Trends blog, Martin Kelly branded the suggested appointment of the star a "dumb idea".
"The industry doesn't need a spokesman, it needs a bottom-up approach that leverages and sells product," he added.
Mr Kelly said the days of expensive campaigns such as film director Baz Luhrmann's Australia adverts are "long gone" as they cost too much money and fail to sell products.
Airfare price-cuts and online deals could offer more effective solutions to enticing overseas travelers, he added.
Earlier this month saw the X-Men actor selected by Australian voters as the best candidate to replace current face of tourism, model Lara Bingle.
The star beat off competition from other Oz icons including Dame Edna Everage and daughter of the late conservationist Steve Irwin, Bindi Irwin.
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